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<\/a><\/p>\nIn this blog post, I\u2019ll share some helpful marketing budget templates<\/a>. I\u2019ll also share what a marketing budget is, why you need one, and everything else you need to create a marketing budget with confidence. So, let\u2019s get started!<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n As content strategist Rana Bano<\/a> explains<\/a>, \u201cA marketing budget outlines the specific amount of money a company allocates to its marketing activities.\u201d<\/p>\n She continues, \u201cIt influences your marketing strategy by helping you understand how much you spend promoting your business.\u201d But what exactly does this look like in practice?<\/p>\n As with anything, the specifics of an effective marketing budget will vary depending on your unique industry, organization, and resources. I\u2019ve found that for companies that prioritize digital ads, for instance, breaking down target spending by different types of online ads can be helpful.<\/p>\n For example, the marketing budget below outlines target spending for Google Ads and Instagram Ads:<\/p>\n Source<\/a><\/em><\/p>\n In contrast, other organizations may be less focused on digital advertising platforms. For these companies, specifying spending on marketing traditional platforms such as billboards, TV and radio ads, or in-person events may be more useful.<\/p>\n The sample budget below details spending for an in-person event, accounting for everything from venue and food costs to name tags, programs, and swag items:<\/p>\n Source<\/a><\/em><\/p>\n <\/a> <\/p>\n So, you know you need a marketing budget. But what\u2019s the best way to decide how much to spend on different marketing initiatives? In my experience, I\u2019ve found that it\u2019s important first to determine how much funding is available for all of your marketing efforts.<\/p>\n There are different approaches to answering this question, but if you\u2019re not sure where to start, I\u2019ve learned that benchmarking against industry averages can be helpful.<\/p>\n A recent survey<\/a> of chief marketing officers found that an average 7.7% of company revenue was allocated to marketing in 2024 \u2014 so, making sure your marketing budget falls around that range is likely a good idea.<\/p>\n Then, once you\u2019ve determined how much funding you have access to, you can start to figure out how much to spend on different parts of your marketing strategy. This can start with a fairly high-level view. For example, the sample B2C and B2B budgets below outline how much of a total marketing budget should go toward several broad categories.<\/p>\n Source<\/a><\/em><\/p>\n Of course, once you\u2019ve laid out a rough, high-level budget, it\u2019s time to get specific. Here\u2019s one of my favorite examples of a detailed marketing budget, which illustrates just how granular you can get with allocating marketing spend:<\/p>\n Source<\/a><\/em><\/p>\n <\/a> <\/p>\n Take it from me: Today\u2019s marketing landscape is complicated. Budget cuts are more frequent than ever, and underperforming marketers quickly fall under the axe. Beyond that, more than half of marketers in HubSpot\u2019s recent survey<\/a> reported that how they spend their budget and the ROI it produces is being scrutinized more now than it was in the past.<\/p>\n That\u2019s why a comprehensive marketing budget is so important. A well-thought-out budget will help you avoid these negative outcomes and ensure you have the cash you need to execute your marketing strategy.<\/p>\n In addition, I\u2019ve learned that developing a marketing budget can help you:<\/p>\n At the end of the day, sustained investment is critical for marketing success.<\/p>\n As Vistatec CMO Simon Hodgkins<\/a> points out<\/a>, \u201cTo avoid the pitfalls of reduced marketing budgets, companies must reframe their view of marketing from a cost to an investment. This investment should be aimed at achieving long-term objectives, such as brand building, customer acquisition, and market expansion.\u201d<\/p>\n It may be tempting to cut costs by thoughtlessly trimming your marketing budget \u2014 but that\u2019s unlikely to pay off in the long term.<\/p>\n <\/a> <\/p>\n According to a recent survey<\/a> from HubSpot, today\u2019s marketers are seeing the biggest ROI from social media marketing tools. As such, it\u2019s no surprise that these platforms are receiving the lion\u2019s share of many organizations\u2019 marketing budgets.<\/p>\n Specifically, when asked which formats deliver the highest ROI, survey respondents highlighted the following areas:<\/p>\n In addition, when asked where they plan to increase marketing investment in 2025, respondents mentioned the following areas:<\/p>\n Of course, social media has been a core component of marketing for years. However, in 2024, another growing marketing trend emerged: Nearly one in four survey respondents reported that influencer marketing played a substantial role in their 2024 strategy.<\/p>\n Moreover, respondents shared that in many cases, working with small-scale influencers (that is, influencers with audiences under 100k) is particularly effective.<\/p>\n These trends suggest that, when allocating their marketing budgets, more marketers are prioritizing social media marketing and small-scale influencer marketing.<\/p>\n <\/a> <\/p>\n Decisions related to marketing budget allocation remain largely industry-specific. But, as a general rule of thumb, experts suggest that B2B companies should spend 2-5%<\/a> of their revenue on marketing, while B2C companies should spend closer to 5-10%.<\/p>\n <\/a> <\/p>\n Diving a little deeper, it\u2019s helpful to understand just how widely marketing budgets vary by industry. Below, I\u2019ve shared the average percentage of revenue CMOs in different industries reported<\/a> spending on marketing in 2024.<\/p>\n\n
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What is a marketing budget?<\/h2>\n
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<\/p>\nHow Much to Spend on Marketing<\/h2>\n
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<\/p>\nWhy You Need a Marketing Budget<\/h2>\n
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Inside a Typical Marketing Budget<\/h2>\n
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Marketing Budget as a Percentage of Revenue<\/h2>\n
Marketing Budgets by Industry<\/h2>\n
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